Dubai Mall: Donde la publicidad se transforma en arte para ofrecer una experiencia de lujo

Abstract

The objective of this study is to understand how the Dubai Mall's outdoor advertising influences the purchase decisions of luxury brands by its visitors, where the relationship between exposure to this advertising and the likelihood of consumers to purchase luxury products will be examined. The Dubai Mall is the largest shopping mall in the world with about 1200 stores and 200 restaurants (The Dubai Mall, n. d.), which attracts tourists and residents for the multiple entertainment experiences and a wide variety of luxury brands offered there. For this reason, it is considered an ideal place to study the purchasing behavior of consumers with high purchasing power. That is, those who have the economic capacity to purchase its products and services. Thus, the research focuses on several key aspects, including: identifying behavioral and psychographic segmentations used to better understand the behavior and preferences of luxury consumers; analyzing how social behavior within the Dubai Mall influences purchasing decisions; examining the promotional strategies of luxury brands, including events and advertising; and describing how store design, customer service and other elements influence consumer decision-making. It will also investigate the marketing technologies used by the Dubai Mall to convey messages to consumers and assess their impact on luxury brand consumption trends. This is intended to provide an in-depth understanding of Dubai Mall's marketing strategies and their effect on purchasing decisions.